06-10-2020, 02:31 PM
https://www.cultofmac.com/485948/today-a...kely-star/
June 9, 2002: Apple launches its “Switch” advertising campaign, featuring real people talking about their reasons for switching from PCs to Macs. Apple’s biggest marketing effort since the “Think Different” ad campaign a few years earlier, it turns 15-year-old high school student Ellen Feiss into an unlikely star.
She becomes a viral sensation after viewers suggest she was stoned during filming of her sleepy-eyed “Switch” spot about a homework-devouring PC.
Apple’s ‘Switch’ ads focus on real people
The effort to entice more people to switch from Windows to Mac came at a key time for Apple. Microsoft hit its financial peak a couple years earlier, before beginning a multiyear decline.
Apple, on the other hand, was enjoying a post-iPod period of sustained success. Suddenly, more people than ever seemed willing to try out Apple’s computers for the first time. This coincided with the Digital Hub strategy Steve Jobs laid out in January 2001. The strategy targeted the “other 95 percent” of computer users who did not yet own a Mac.
June 9, 2002: Apple launches its “Switch” advertising campaign, featuring real people talking about their reasons for switching from PCs to Macs. Apple’s biggest marketing effort since the “Think Different” ad campaign a few years earlier, it turns 15-year-old high school student Ellen Feiss into an unlikely star.
She becomes a viral sensation after viewers suggest she was stoned during filming of her sleepy-eyed “Switch” spot about a homework-devouring PC.
Apple’s ‘Switch’ ads focus on real people
The effort to entice more people to switch from Windows to Mac came at a key time for Apple. Microsoft hit its financial peak a couple years earlier, before beginning a multiyear decline.
Apple, on the other hand, was enjoying a post-iPod period of sustained success. Suddenly, more people than ever seemed willing to try out Apple’s computers for the first time. This coincided with the Digital Hub strategy Steve Jobs laid out in January 2001. The strategy targeted the “other 95 percent” of computer users who did not yet own a Mac.
She gets mad. We received an email from her with a takedown request a couple of years ago.
